Heroes Welcome is a scheme designed to encourage British communities to demonstrate support to members of the Armed Forces. The concept involves the displaying of a Heroes Welcome Sticker, this can be by either private individuals, or business operators and simply indicates a special welcome to service personnel. Heroes Welcome is not a charity or discount scheme, the minimum offer is; "A Warm Welcome", participating members may choose to offer a small discount or additional service upgrade if they wish, but this is not mandatory to membership of the scheme.